The QOC wanted to use their hosting of the Doha 2015 IPC Athletics World Championships to raise awareness and acceptance of disability sport in the Middle East. But how do we engage an audience in a region where disability is usually hidden away?

The stories of the para-athletes and how they overcame adversity to achieve incredible things speak a universal language. Our strategy was to harness the power of these stories to raise awareness of the IPC Athletics World Championships and para-sport in general.

We created the #MyIncredibleStory campaign – a video series focusing on the individual stories of para-athletes and their journey to where they are now.

We researched a plethora of inspiring stories to find those with the biggest human impact, and chose five individuals targeting specific key markets and representing a range of disabilities. Multi-lingual versions of the videos were created to reach local and global audiences and released on the IPC Athletics social media channels.

Over two months millions of people heard the stories of the athletes. We drove conversation around para-sport and attracted new fans to IPC Athletics. 7 million video views reached 26 million people. IPC’s Facebook engagement grew 4,600% compared to average post engagement on the page, and the campaign generated a 16% increase in Facebook followers as well as a 24% increase in Twitter followers for IPC.

The campaign was shortlisted for a PR Week Global award.


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